Now an important figure has entered the debate: the developer of Facebook's iPhone application. Joe Hewitt in a blog post makes the assertion that iPhone app store review process "needs to be eliminated completely. "

All of this comes as we enter the second week of waiting for the Facebook 3.0 iPhone App to even be approved by Apple.

Guilty Before You're Innocent?

If you're unfamiliar with the Apple iPhone App approval process, it goes like this: developers create an app and then submit it to Apple. Before any app hits the app store, it must go through a review process where it is either accepted or denied. Typically, this takes about two weeks.

The process has caused serious controversy as multiple unfair app bannings have made headlines. And with a major update to the most popular app on Facebook still in limbo, Joe Hewitt had to say something:

"I have only one major complaint with the App Store, and I can state it quite simply: the review process needs to be eliminated completely."

Hewitt then goes into detail about why he believes that the iPhone app platform should be open, just like the web or even the Google Android platform. First, he addresses the argument that letting anyone create or download an iPhone app could create chaos or security issues:

"Oh, but you say that iPhone apps are different [than the web], because they run native code and can do scary things that web pages can't? Again, you're wrong, because iPhone apps are sandboxed and have scarcely any more privileges than a web app. About the only scary thing they can do outside the sandbox is access your address book, but Apple can easily fix that by requiring they ask permission first, just like they must do to track your location."

He then rails into Apple for employing a "guilty until proven innocent" system. Specifically, he claims that the app store process is about Apple's Terms of Service, not about quality assurance:

"The fact is this: Apple does not have the means to perform thorough quality assurance on any app. This is up to the developer. We have our own product managers and quality assurance testers, and we are liable to our users and the courts if we do anything evil or stupid. Apple may catch a few shallow bugs in the review process, but let's face it, the real things they are looking for are not bugs, but violations of the terms of service. This is all about lawyers, not quality, and it shows that the model of Apple's justice system is guilty until proven innocent. They don't trust us, and I resent that, because the vast majority of us are trustworthy."

How to Fix the App Store

The clear comparison for the iPhone app platform is the Google Android platform. Joe Hewitt refers to successful platforms that allow developers to publish anything and only receive punishment after they have done something wrong.

This is exactly what is done with the Android platform, and so far, the sky has not fallen. In fact, there are amazing apps like augmented reality app Layar already on Android, while Apple has yet to approve any of these innovative apps.

Let's be fair, though. We cannot blame Apple for wanting to keep control over the look, feel, and functionality of its iPhone platform. They don't want to deal with a PR disaster if an app gets popular and then suddenly starts stealing data. Apple, unlike Android, wants to give every user a specific experience when they use an iPhone. There are some benefits to an app store approval process.

Still, a two week wait for Facebook 3.0 is ridiculous, and the many unjust app bannings prove that the current system is fundamentally flawed. We doubt Apple will remove the review system, so here's what we suggest as a compromise:

1. Beef up the review staff. Apple must double or triple what it has currently. There are simply too many apps and not enough reviewers for the system in place currently.

2. Create a "trusted developer" status. Whenever these developers release or update apps, they bypass review and immediately appear in the app store. It is embarrassing that Apple doesn't trust Facebook enough to publish the 3.0 update immediately.

3. Give developers the benefit of the doubt. This is really what Joe Hewitt is complaining about. These developers are what make the iPhone so great. Treating them with greater respect and better explaining any app denials will not only go a long way, but hopefully will make reviewers realize when an app is banned for a good reason and when one is denied for an arbitrary issue.

Hopefully Apple will begin to make changes as more and more critics pile on. If the recent FCC investigation and actions by Apple VP Phil Schiller are any indication, those changes are coming sooner rather than later.

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